Competitive analysis: Chick-fil-A dominates:
Discover why 92% of fast-food enthusiasts prefer it.
The goal.
You’ve had it.
So, you get it. There’s a reason Chick-fil-A® is one of the most successful and frequented fast-food chains in the United States. And, here’s a hint: there’s a lot more going in there than just an incredible sauce.
I bet you want to know how they do it.
No, not the sauce. How they built their business into a successful empire. We were curious too. Luckily, we own the nation’s largest, highest-rated consumer panel. So, we decided to dig into the data.
Research was required.
Consumer behavior is a living, breathing entity.
It changes constantly. We started our search by looking at consumer patterns over time. Then, we compared Chick-fil-A® to their competition. Specifically, we looked into four core categories: cleanliness, customer service, quality and satisfaction. The results were clear and compelling.
But, first, here’s how we collected the data.
Our approach.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG has 10 million daily journeys. Here, the app looked for 1,800 consumers who’d been to a fast-food restaurant in the past 30 days. Then, we triggered a survey straight to their phones.
And, because it’s an app, the client got:
- Fast-food buyers: SOTG pinged real consumers to collect their opinions.
- Behavioral insights: We surveyed category shoppers for Point of Emotion® insights.
- Accurate data: Panelists were spoken to in real time, and validated via the SOTG app.
The results.
- Customer experience is king. Buyers will pay you more for a better experience. Take the time to make your brand a unique event fit for their needs.
- 92% are satisfied with Chick-fil-A®.
- 53% say Chick-fil-A® has the best customer experience.
- 37% gap over the next competitor in the same QSR category.
- People love a clean restaurant. Get this right and you’ll collect more than brownie points; your competition’s consumers will choose you too.
- 41% say Chick-fil-A® has the best cleanliness.
- 23% gap over the next competitor in the same QSR category.
- Consumers are still looking for quality in their fast-food selection. Skimp out here and they’ll give up and go somewhere else.
- 36% say Chick-fil-A® has the best food.
- 12% gap over the next competitor in the same QSR category.
- As a result of the research, we can see that the reason Chick-fil-A® is winning comes down to overall satisfaction. Their strategy is simple: create a great customer experience, a clean restaurant and quality food—and you’ll be rewarded by repeat business.
